US Clean and Conscious Beauty Market Report 2022

This report provides comprehensive and current information and analysis of the clean and conscious beauty market including clean and conscious beauty market size, clean beauty market growth, anticipated market forecast, relevant market segmentation, and industry trends for the clean and conscious beauty market in the US.

Current market landscape

The majority of consumers have heard of “clean beauty” (60%), but only 27% know what it means. At its core, “clean beauty” is a marketing term, which perpetuates inconsistency among suppliers that leads to confusion among consumers. “Clean” can be used to encompass healthy, wholesome, natural and nontoxic ingredients but also taps into ingredient sourcing, safety and sustainability. The subjectivity of its definition allows consumers to find products that align with their values and holistic health ideology.

Market share and key industry trends

• Majority have heard of “clean beauty” (60%), but only 27% know what it means. Such ambiguity is troublesome for both industry players and consumers because it impacts expectations.
• Most define “clean beauty” through a product’s ingredient panel, with 63% associating “clean” as being natural/organic, 51% saying nontoxic ingredients and 49% defining it as being free from certain ingredients.
• Still, 46% don’t understand the difference between “natural” and “clean,” reflecting the subjectivity and lack of a standardized definition of both terms.
• Brands can help educate consumers and understand the ingredient panel by using recognizable ingredients – some 42% say this attribute helps build trust with a brand.
• 42% choose “clean” products because they think the ingredients are higher quality than traditional products.
• Avoidance of harsh chemicals also drives use of “clean” products. 40% say traditional products contain harsh chemicals.

Future market trends in clean and conscious beauty

This is why “clean” and conscious beauty remains on a positive growth trajectory: 82% of consumers are using more clean products and 72% agree that “clean beauty” is more important to them this year than last year. By leading with science and educating consumers on the benefits of “clean beauty,” brands can leverage transparency and trust to advance a holistic approach to wellness and self-care.

Read on to discover more about the clean and conscious beauty consumer market, read our Ingredient Trends in Beauty and Personal Care – US – 2022 or take a look at our other Beauty, Personal Goods & Toiletries Market Research reports.

Quickly understand the clean beauty market

• Awareness of “clean beauty” and understanding of its meaning.
• How consumers define “clean beauty”.
• What types of “clean” beauty and personal care products are used.
• Reasons why consumers buy “clean” beauty and personal care products as well as reasons why consumers haven’t purchased.
• Attributes that build consumer trust in a beauty and personal care brand.
• Attitudes and behaviors toward beauty and personal care with emphasis on discovery of changes in product usage, sustainability and safety perceptions.

Covered in this sustainable beauty report

Brands include: Ulta Beauty, Estée Lauder, Sally Beauty, Unilever, Johnson & Johnson, L’Oréal, Sephora and Procter & Gamble, Credo, Target, Amazon, Burt’s Bees, Mighty Patch, Youth to the People, Olaplex, CVS, Walgreen’s, Kroger, Whole Foods, Trader Joe’s, Bitchbox, FabFitFun, Urban Outfitters, Anthropologie, TikTok, Instagram, YouTube, BeReal, JĀSÖN, Babo Botanicals, Codex Labs, Beiersdorf, Nivea, Every Man Jack, Coola, Ceremonia, Aveeno, Lumene USA, Dime Beauty Co., Reflekt, Stella by Stella McCartney Beauty.

Expert analysis from a specialist in the field

This report, written by Jennifer White Boehm, a leading analyst in the BPCH sector, delivers in-depth commentary and analysis to highlight current trends in sustainable beauty brands and add expert context to the numbers.

Beauty companies and brands simply can’t be all things to all people when it comes to defining ‘clean.’ There is a notable shift toward people aligning how and what they consume with their values. The ‘clean’ beauty movement plays into this shift and the subjectivity of its definition allows consumers to glean their own interpretation and find products that align with their narrative. Yet the most successful brands will remain authentic to their mission and identity by leveraging a compelling and transparent ingredient story.

Jennifer White Boehm
Director, BPCH Reports